Not included in marketing research. Encyclopedia of Marketing. Marketing research methods

Various companies organize the performance of the function of conducting marketing research in different ways. Some have a dedicated market research department, others have only one specialist responsible for marketing research. There are firms whose structure does not formally reflect the function of marketing research.

The marketing research process includes the following steps:

definition of the problem and objectives of the study;

development of a research plan;

implementation of the research plan;

data collection;

data analysis.

The first step is to determine the need for marketing research. To do this, all organizations must continuously monitor their external environments. Information coming from external environment, allows management to assess whether the results are consistent with their current activities planned goals; whether the adopted laws had an impact on the purchasing power of consumers, on the activities of enterprises in the industry; whether there have been changes in the value system of consumers and their lifestyle; whether new strategies have been used by competitors.

Identifying the problem is the next step in conducting market research. A clear, concise statement of the problem is the key to successful marketing research. Often clients of marketing firms do not know their problems themselves. They state that the volume of sales is falling, the market share is decreasing, but these are only symptoms, and it is important to identify the causes of their manifestation.

To define the problem, it is necessary to formulate a working hypothesis. A working hypothesis is a probabilistic assumption about the nature of the phenomena under consideration and ways to solve the problem. In other words, a problem that needs to be solved is transformed into a problem that needs to be investigated.

The following methods are used to generate a working hypothesis:

Logical methods for generating a working hypothesis - finding out the totality of the elements of the problem situation, that is, dividing the original problem into subproblems and a separate analysis of each part. The general solution is found by combining the private ones. The logical methods include: method control questions(the formulation of all possible questions related to the problem being solved, and the search for answers to them); morphological method (construction of various combinations of the main structural elements of the problem under consideration); decision tree method (building a logical chain of successive actions according to the principle “each action is a consequence of the previous one”); the method of logical-semantic modeling of the problem (a comprehensive method that allows you to conduct a comprehensive analysis of the problem situation, form the main hypotheses, goals and objectives of marketing research to select the most important methods for collecting primary information)

Intuitive and creative methods of forming a working hypothesis do not divide the analyzed problem into separate elements with a combination of partial solutions, but consider the problem as a whole: the method of analogies that has occurred at the moment); brainstorming method.

The goals of marketing research stem from the identified problems, the achievement of these goals allows you to obtain the information necessary to solve these problems. Based on this, the objectives of marketing research can be of the following nature:

1. Exploratory - aimed at collecting preliminary information designed to more accurately identify problems and test hypotheses.
2. Descriptive (descriptive) - consist in a simple description of certain aspects of a real marketing situation.
3. Casual - aimed at substantiating hypotheses that determine the content of the identified cause-and-effect relationships.

The choice of methods for conducting marketing research is initial stage developing a marketing research plan. First you need to get acquainted with the individual methods that can be used in the collection and analysis of marketing information. Then, taking into account the resource capabilities, the most appropriate set of these methods is selected.

E.P. Golubkov identifies the following classes of marketing research methods:

methods of document analysis;

consumer survey methods;

methods of expert assessments;

experimental methods;

economic and mathematical methods.

In the work of Zh.Zh. Lambena "Strategic Marketing" research methods are divided according to the type of project used (search, descriptive or casual), but this division does not give an unambiguous classification of marketing research methods. Research methods are also classified into qualitative and quantitative [Aaker].

Summarizing the methods of marketing research used, there are three ways to study the object of research:

· empirical methods;
expert methods;
· modeling methods.

Empirical methods are based on the study of real objects. To collect information directly from the object of study, there is a group of field methods that use a variety of procedures for conducting observations, surveys and experiments. You can also use a documentary description of the object of study, using desk methods for collecting primary information.

Expert research methods - collection of opinions about the object of study of experts in a particular field.

Modeling methods are based on mathematical modeling of the objects under study in order to predict the future state, optimize decisions, and establish cause-and-effect relationships. [Bozhuk]

The most important stage in the development of a marketing research plan is the planning and formation of a sample. A sample is a group of research objects that is a carrier of the characteristics of all units of the general population, for example, a group of consumers representing the interest and tastes of the whole market. The sampling procedure includes the following steps:

selection of objects of the general population;
Choice of examination method;
· determination of the sampling procedure;
Establishing the sample size.

When forming a sample, probabilistic (random) and improbability (non-random) methods are used.

If all sample units have a known chance (probability) of being included in the sample, then the sample is called a probability sample. If this probability is unknown, then the sample is called improbable.

Probabilistic methods include: simple random selection, systematic selection, cluster selection and stratified selection.

The most commonly used methods for determining the sample size are:

· arbitrary method (5-10% of the general population);
Statistical method (calculated version, tabular and graphical);
Empirical (sample is considered sufficient when all new information introduces only minor changes);
costly methodology.

After developing a marketing plan, you can start collecting data. There are at least three alternative approaches to data collection: do it yourself, do it by setting up a task force, or by engaging commercial data collection companies.

In the first case, the employees of the marketing service of the organization collect data on their own, say, through interviews. Obviously, in this case, it is necessary to have a sufficiently deployed staff. Conducting data collection on a wide, for example, national scale is very problematic.

The ad hoc group is usually staffed by low-skilled professionals, such as students, to conduct telephone or face-to-face interviews. In this case, it is necessary to conduct several training sessions with the interviewers. It is necessary to control the quality of the information being collected (are the questionnaires filled out by the interviewer himself?), the motivation of the work of the interviewers.

In recent years, in our country and abroad, both small and large firms are increasingly resorting to the services of specialized companies that carry out marketing research on a commercial basis.

Some of the advantages of engaging such companies in marketing research include the following:

Extensive experience in conducting such research. For example, in a certain supermarket, a company has been conducting customer surveys for many years, or it regularly conducts public opinion surveys. Such companies usually have highly qualified personnel. Data collection is usually carried out by trained interviewers who are hired by the company.

The presence of classes equipped with modern technical and electronic means for training interviewers in almost real conditions.

The speed of conducting research even if the marketing company is thousands of kilometers away from the respondents.

Quality control as a standard procedure for the data collection process. There are various methods for checking the integrity of interviewers and the quality of the information they collect. For example, by establishing secondary contacts with previously attracted respondents.

However, marketing companies cost three to five times the cost of the other two data collection approaches. Therefore, it must be compared with the quality and reliability of the information received.

Data analysis begins with the translation of data into meaningful information and includes their introduction into a computer, checking for errors, coding, and representation in a matrix form (tabulation). Usually, the coded source data is presented in the form of a matrix, the columns of which contain the answers to various questions of the questionnaire, and the rows contain the respondents or situations under study. All this is called the transformation of the original data.

There are five main types of statistical analysis used in marketing research: descriptive analysis, inferential analysis, difference analysis, relationship analysis and predictive analysis.

Descriptive analysis is based on the use of two groups of statistical measures. The first includes "central tendency" measures, or measures that describe a typical respondent or typical response (mean, mode, median). The second includes measures of variation, or measures that describe the degree of similarity or dissimilarity of respondents or answers with "typical" respondents or answers (frequency distribution, range of variation and standard deviation).

There are other descriptive measures, for example, measures of asymmetry (how far the found distribution curves differ from normal distribution curves). However, they are not used as often as the above, and are not of particular interest to the customer.

The results of marketing research are described in the final report. When preparing the final report, it is recommended to divide it into three parts: introductory, main and final.

The introductory part includes the opening page, title page, research agreement, memorandum, table of contents, list of illustrations, and abstract.

The main purpose of the memorandum is to orient the reader to the issue studied and to create a positive image for the report. The memorandum has a personal and slightly informal style. It briefly talks about the nature of the study and the performers, comments on the results of the study, and makes suggestions for further research. The volume of the memorandum is one page.

The abstract is aimed primarily at managers who are not interested in the detailed results of the study. It is sometimes referred to as a "general report". In addition, the abstract should set the reader up for the perception of the main content of the report. It should describe: the subject of the study, the range of issues considered, the methodology of the study, the main conclusions and recommendations. The volume of the abstract is no more than one page.

The main part of the report consists of an introduction, a description of the research methodology, a discussion of the results obtained, a statement of limitations, as well as conclusions and recommendations.

The introduction orients the reader to get acquainted with the results of the report. It contains common goal report and the purpose of the study, the relevance of its implementation.

The methodological section describes with the necessary degree of detail: who or what was the object of the study, the methods used. Additional Information placed in the application. Links to the authors and sources of the methods used are given. The reader should understand how the data was collected and processed, why the chosen method was used and not other methods.

The main section of the report is the section that summarizes the findings. It is recommended to build its content around the objectives of the study. Often the logic of this section is determined by the structure of the questionnaire, since the questions in it are presented in a certain logical sequence.

Since problems that arose during the conduct of the study should not be masked, the final report will usually include a section on "Restrictions of the Study". This section determines the degree of influence of constraints (lack of time, money and technical means, insufficient qualification of personnel, etc.) on the results obtained. For example, these limitations may have affected sampling for only a limited number of regions. Therefore, carrying the results to the whole country should be done with great caution or not at all.

The conclusions are based on the results of the study. Recommendations are suggestions as to what actions should be taken based on the findings. The implementation of recommendations may involve the use of knowledge beyond the scope of the findings.

In the final part, appendices are given containing additional information necessary for a deeper understanding of the results obtained.

Introduction …………………………………………………………	3
Chapter 1	The essence of marketing research …………………..	5
1.1.	The concept, goals and objectives of marketing research …..	5
1.2.	Marketing research procedure ………………….	7
1.3.	Desk marketing research ………………...	9
Chapter 2	Marketing research system …………………….	11
2.1.	Collection of primary information ………………………………...	11
2.2.	Sampling plan …………………………….	15
2.3.	Data processing and report generation ………………...	16
Chapter 3	Directions and results of marketing research.	19
3.1.	Typical areas of marketing research …..	19
3.2.	Using the results of marketing research ………………………………………………………………..	22
Conclusion ……………………………………………………...	26
List of used literature ………………………..	27

Introduction

Marketing is a relatively young scientific and applied discipline. The term first appeared in American economic literature in 1902. Since the middle of the twentieth century, the concept of marketing has rapidly conquered the minds of both theorists and practitioners - economists and managers. The intensive development of the theory and practice of management has led to the accumulation of a huge amount of empirical material about business processes, consumer behavior and competition. A number of scientists were able to systematize and generalize the available facts. Progress in theory, practical activities in the market has given rise to a new trend in management science - marketing .

In the very general view the concept of marketing means the study of the market for a specific purpose. In marketing, which is designed to meet the needs of people, research has great importance. In market conditions, those firms and companies that know these needs better than others and produce goods that can satisfy them receive advantages. But the market is constantly changing, the needs of people under the influence of various factors are also changing, so firms must constantly monitor market conditions in order to make a profit.

It is with the help of market research that firms can track changes in customer needs. Marketing research is any research activity that meets the needs of marketing.

As a rule, the need for marketing research arises in cases where: 1) the company has not achieved its marketing goals; 2) the company is losing ground to a competitor; 3) the company is going to diversify its activities; 4) the firm is preparing a new business plan; 5) any other cases where managers find it difficult to choose actions or involve significant investments.

What does marketing research provide?

They allow firms to increase their knowledge of the marketing problems they face, that is, to reduce the uncertainty in making marketing decisions. Very often, the main goal of marketing research is the desire to give an adequate description of market processes and phenomena, to reflect the position and capabilities of the company in the market. Typically, marketing research is carried out on the market, competitors, consumers, products, marketing environment, price of goods, promotion of goods. The result of marketing research are developments that are used in the selection and implementation of marketing strategies and tactics.

Chapter I . The essence of marketing research

1.1. The concept, goals and objectives of marketing research

Marketing research- this is a systematic search, collection, analysis and presentation of data and information related to a specific market situation that the enterprise had to face. Marketing research can also be defined as the systematic collection, recording and analysis of data on marketing and marketing issues in order to improve the quality of decision-making and control procedures in the marketing environment. There are a number of similar and other definitions of marketing research.

The main objectives of marketing research:

Reduce uncertainty and minimize risk in the process of making managerial decisions;

Monitor the implementation of marketing tasks.

The global goals of marketing research are the information support of marketing, that is, the collection of the necessary information and analytical support, which consists in using mathematical models to analyze data and obtain forecasts and the possibility of making optimal decisions with their help.

At the macro level, marketing research should identify and model patterns and trends in the development of the market, assess the market situation, determine the market capacity and forecast demand.

At the micro level, assessments are given, an analysis and forecast of the company's own capabilities (its potential and competitiveness), the state and development prospects of the market segment in which this company operates are carried out.

The tasks of marketing research can be very diverse and be dictated by the needs of developing a marketing strategy, the formation of pricing, product, communication, marketing policies and other aspects of marketing management in an enterprise. The most typical marketing research tasks to be solved:

Studying the characteristics of the market;

Measurements of potential market opportunities;

Analysis of the distribution of market shares between firms;

Sales analysis;

Studying Trends business activity;

Studying competitors' products;

Short-term forecasting;

Studying the reaction to a new product and its potential;

Long-term forecasting;

The study of price policy.

Marketing research is advisable in the following cases:

Insufficient amount of information to make a decision;

The presence of internal contradictions regarding the strategy, goals, mechanisms for their implementation;

Deterioration of the situation (loss of the market, slowdown in trade, etc.);

Exploring the causes of unexpected success;

Formation of new strategic or tactical plans.

Marketing research is carried out either by our own marketing services firms, or on a commercial basis by specialized marketing firms.

1.2. Marketing Research Procedure

The marketing research procedure can be divided into four blocks: (see Appendix No. 1).

1. Development of the research concept.

1.1. Definition of research objectives and problem statement.

1.2. Formation of a working hypothesis.

2. Development of the research program.

2.1. Determination of the system of indicators and the need for information.

2.2. Choice of research methods and working tools.

2.3. Sample formation.

3. The process of obtaining data.

3.1. Technical organization data collection.

3.2. Data collection.

4. The process of processing and presenting data.

4.1. The process of technical data processing.

4.2. Data analysis.

4.4. Drafting and presentation of reports.

5. Checking the adequacy of the results and conclusions.

Let us consider in more detail the process of organizing marketing research. Any research begins with a definition goals . The goals can be both strategic and tactical, and the depth of the proposed research depends on their type. Depending on the goals, research can be descriptive, can be aimed at identifying cause and effect relationships (casual) or for development forecasts. This results in a hypothesis. Working hypothesis - this is a probabilistic assumption regarding the essence and ways of solving the phenomena under consideration. It allows you to set the framework and the main directions of the entire development. The working hypothesis should provide: the reliability of the scientific assumption; predictability; verifiability; the possibility of formalization, i.e. the ability to express the main assumptions not only logically, but also with the help of economic and mathematical constructions. Research program - this is the plan that must be followed in order to answer the questions posed in the study, linking the time, material and other resources allocated to the study. It establishes a system of indicators, determines the needs for information and the proposed set of tools for obtaining it. Tool selection associated with the choice of appropriate research methods. The classification of marketing research tools is presented in the table ( see below). Finally, the research program sets the rules sampling . The choice of forms and methods of market research is related to many factors: available sources of information, breadth of coverage, etc. Depending on the level of problem statement, applied and fundamental research is distinguished.

classification sign	Research types
Problem Statement Level	Applied		Fundamental
Problem study stage	search engines	descriptive		Explanatory
The source of information	Primary (field)		Secondary (office)
Frequency of holding	(special)		Permanent
Areas of use of the results			Standard (syndicated)
Coverage	solid		Selective
Level of measuring "accuracy"	quality		quantitative

Quantitative research is the description of a problem in numerical terms. This hypothesis is confirmed or refuted. Data is usually presented in the form of tables and graphs.

Qualitative research has the overall goal of identifying problems and/or explaining observed phenomena. With their help, you can determine the various incentives for consumer actions, as well as on the basis of what factors a decision is made.

1.3. Desk marketing research

The purpose of desk research is to collect and summarize secondary data, that is, data that already exists and whose appearance, perhaps, was not even initially associated with research goals. general characteristics document analysis methods are presented in Appendix No. 2.

Desk research is carried out in two stages:

1. Problem statement stage:

Formulating the marketing problem to be solved;

Decomposition of the marketing problem;

Statement of information tasks related to the solution of marketing tasks;

Clarification possible ways and sources of obtaining information for each information task;

Determining the information retrieval budget.

2. Working stage:

Search for references and abstracts in integrated secondary sources of information;

Collection of information in identified secondary documents;

Preliminary analysis and generalization of information from secondary sources and documents on the problem under study;

Refinement of information search directions based on the results of a preliminary analysis;

Collection of information in identified primary documents;

Formation by members working group private reports on information tasks;

Generalization of information from primary sources and documents on the problem under study;

Analysis of the collected information;

Preparation of an information report on the problem under study.

For the purposes of desk research, it is essential that documentary information can take three main forms: a primary and secondary document, and a secondary source of information.

primary document - fixes information in the place of its occurrence (books, brochures, catalogue, report, magazine, etc.).

secondary document - the result of the analysis of the primary document (abstract, review, abstract, etc.)

Secondary sources of information - the result of the generalization of secondary documents.

The main benefits of desk research are:

The concentration of dispersed information;

Creation of comfortable conditions for the use of information (abstracting, multi-aspect search: systematic, author's, subject; special indexes).

Chapter 2 Primary Marketing Research Toolkit

2.1. Collection of primary information

This stage occurs when there is not enough secondary information. Obtaining primary information is a kind of marketing aerobatics. This is especially true for the conditions in our country, where it is extremely difficult to get access to company and industry information, there is no developed marketing infrastructure, a marketing culture has not been instilled, and the vast majority of industrial and commercial enterprises have not gained experience in using marketing.

There are three methods of obtaining primary information: observation, experiment and survey.

1. Method observations. One of the simplest and cheapest research methods carried out in real conditions. This method is used when the observer wants to minimize his influence on the respondent. Observation is a descriptive study in which the actions of the respondent are monitored without direct contact with him. In such a study, mechanical or electronic means such as a scanner and sensors may be involved. Removal of information takes place in natural conditions, and there is no subjective distortion of it (this applies to the consumer). The process of preparing and conducting observation involves several stages, which are presented in Appendix No. 3. For example, it can be used to assess the age and sex composition of visitors to shops, cultural institutions, the frequency and range of purchased goods.

2. Experiment Method. This is a research method for quantification causal relationships. When conducting an experiment, the researcher changes one or more variable parameters and at the same time observes how this change affects another dependent parameter. Allows you to identify the real reaction of potential consumers or other groups of people to certain factors or their changes. There are two types of experiments:

· Artificial simulation of the situation of a laboratory experiment;

· Experiment in real market conditions as part of a field study.

The topics of laboratory experiments can be very diverse. This includes comparative testing of product quality, and studies of the influence of a brand and brand names on consumer choice, price tests, advertising testing, etc. A laboratory experiment is usually carried out in special laboratories that are equipped with necessary equipment. For example, video equipment is used to determine consumer reaction. Known are examples of creating special devices connected to computer systems and providing tracking of the direction of the buyer's gaze when viewing an object (packaging, shop window, etc.).

Field experiments are carried out directly in market conditions. Such studies include:

Trial sales of goods to various target groups of consumers in order to identify the degree of perception of quality, price, packaging;

Evaluation of the effectiveness of the presentation of goods to the market (placement in retail space, presentations, etc.).

The undoubted advantage of this method is the possibility of minimizing errors during large-scale actions in the market. The disadvantages include the high cost of research and the designation of the direction of their actions in front of competitors.

3. Poll. The most universal, effective and widespread research method. When conducting a survey, the interviewer turns to the respondents in order to find out facts, opinions and sentiments through direct or telephone communication, or through questionnaires. Comparative analysis characteristics of technical varieties of survey methods are provided in Appendix No. 4.

3.1. Questionnaire.This is not just a list of questions, but a very thin and flexible tool that requires careful study. The procedure for such a survey includes the following steps:

Determining the purpose of the survey;

Coordination of the goal with the customer and the solution of financing issues;

Development of working hypotheses;

Development of the form (type) of the questionnaire and the method of action;

Determination of the number of respondents and the method of their selection;

Selection and training of personnel for the survey;

Conducting a survey;

Processing of survey results and its analysis;

Compiling a report and presenting it to the client.

Usually, a fairly high qualification is required to compile a questionnaire. The most common mistake in questionnaires is the formulation of questions that are difficult to answer. It is very important to correctly sequence the questions.

3.2. Interview. Typically, interviews are conducted at the exploratory research stage. The fact is that the researcher does not always fully understand the features of the problem he is investigating. Therefore, before proceeding to the collection of statistical data on the market, it is necessary to outline the range of the most significant issues. This task can be dealt with by conducting individual or group interviews (focus groups).

Individual interview- This is a survey of experts in a particular field, which is mostly unstructured (in the form of open-ended questions). If the problem is sufficiently formalized, then the survey can take place according to closed questions for expert evaluation of problems.

Simple Interviews- This is a survey of respondents according to a pre-compiled scenario. Such interviews do not provide for any analytical conclusions directly during the conversation and adjustment of the interview plan. The main task of the interviewer is to establish and maintain communicative contact with the respondent.

In-Depth Interviews- a more complex method of conducting an interview, which provides for a more active participation of the interviewer in the conversation. In-depth interview scenarios should be based on branched marketing models, and a qualified specialist should act as an interviewer.

Focus group is a group consisting of 6-15 people with certain characteristics that ensure representativeness, carrying out a qualitative analysis of the subject of discussion under the guidance of a specially trained facilitator. As a rule, conducting a focus group requires a fairly long time (1-3 hours). In the course of the directed discussion, the qualitative content of the problem posed is revealed. The main tasks of using focus groups:

· Generating testable hypotheses;

· Generation of information for questionnaires;

· Provision of preliminary information;

· Getting an idea of new concepts in the field of production;

· Stimulation of new ideas for new product concepts;

· Interpretation of previously obtained quantitative results.

3.3. Telephone survey. The simplest means of collecting information as soon as possible. It is cheap and convenient, during a telephone interview the interviewer has the opportunity to clarify incomprehensible questions. The disadvantages include the impossibility of maintaining anonymity, a limited number of fairly simple questions that require unambiguous answers.

3.4. Post survey. A simple means of reaching out to individuals who either do not agree to a face-to-face meeting or do not want their answers to be unwittingly affected by the influence of the interviewer. The questionnaire sent by mail may contain a large number of questions. Disadvantages include unreliability postal items, violation of anonymity and a low percentage of receiving completed questionnaires.

A summary comparative description of the methods for collecting primary information is presented in the table (see Appendix No. 5).

2.2. Sampling Plan

Under sampling a certain subset belonging to a larger (general) population is understood. The problem of sampling is related to the need to obtain the required marketing information in the most economical way. Accordingly, depending on the degree of coverage of information sources, a continuous and selective study is distinguished.

Solid research assumes that all representatives of the general population will be included in the number of the studied. Sample study - This is one in which information is obtained from only a part of the general population. Continuous studies are rarely used, they are cumbersome and expensive. An example of a complete survey is the population census. For most marketing tasks, a sampling method is used. First, data collection is much faster. Secondly, you can get more complete information, because. there is an opportunity to delve into the details. Thirdly, very often the studied problems concern only certain groups of market participants and it makes no sense to interview everyone.

However, the use of a sampling method is inextricably linked with the problem of providing reliable information. The set of factors that ensure the reliability of the study is presented in fig.1 Reliability in sample studies includes, first of all, two requirements - the quantitative sufficiency of data and their quality (representativeness), i.e. compliance of the sample structure with the structure of the general population.

Fig.1. Factors that ensure the reliability of the study

2.3. Data processing and report generation

The information obtained during the study (it includes a significant number of completed questionnaires, notes with observations and expert opinions) is subjected to a comprehensive analysis. For this analysis, statistical methods are used and mathematical models based on modern computer technology.

Marketing analysis - analysis of the market or other objects, one way or another connected with the market. General model marketing analysis is presented in Appendix No. 6.

Analysis is a set of procedures that allow drawing conclusions about the structure, properties of the object of analysis and the patterns of its functioning. Marketing analysis methods can be combined into the following groups:

Heuristic methods are techniques and methods for solving problems and deriving evidence based on the experience of solving similar problems in the past, the accumulation of experience, accounting for errors, expert knowledge, and intuition.

Formal methods - techniques and methods of analysis associated with the use of deterministic algorithms, procedures, etc. Depending on the degree of "rigidity" and the predetermination of the steps of analysis, weakly formalized and strongly formalized methods are distinguished. Weakly formalized methods are flexible, iterative algorithms and procedures, which at certain stages may even include human intervention. Formalized (strongly, rigidly, fully formalized)- these are rigid algorithms, economic-mathematical, statistical and similar methods.

Combined methods are methods that use both heuristics and formalized procedures.

A method bank is a collection modern techniques processing of information, allowing to perform arithmetic operations, graphical processing, statistical processing within the data collection and to establish the degree of their statistical reliability. The method bank should allow you to combine various methods. The marketing information analysis system is specified in Appendix No. 7.

Compilation and publication of the final report. Upon completion of the stage of processing and analysis of information, it is necessary to reflect the results obtained in the final report. A standard study report consists of the following sections:

1) An introductory part containing a description of the situation, the essence of the problem and working hypotheses, the objectives of the study;

2) Description of methods for obtaining information, formation of a target sample, as well as the timing of the study;

3) Description of the results obtained using visual methods for presenting information;

5) Questionnaires, scenarios of experiments and focus groups, a form for conducting market observation, etc. can be presented in the appendix to the report.

Presentation of the information received . This is a written summary of the results. Its volume directly depends on the scope of the study, the number and complexity of the problems under consideration and can range from several to one hundred pages. To process and analyze information, it is necessary to sort and present information in standard form. There are the following types of information presentation: tabular view, graphical view, matrices, information scales.

The results of marketing research can be presented in the form of a report consisting of a written report and an oral presentation, review or article for publication in scientific journals or in the media.

3.1. Typical areas of marketing research

Directions of marketing research are determined by a possible set of objects for study. There are several main areas of marketing research, each of which has its own object.

1. Market research– systematic quantitative and qualitative analysis of one or a combination of markets to obtain information about the potential, market capacity, characteristics competitive environment, prices. The trends of business activity and the distribution of market shares between competing enterprises are studied.

Markets for goods and services as a whole, as well as local and regional markets for specific goods and services are being researched. The objects of market research are trends and market development processes, including analysis of changes in economic, scientific and technical, demographic, environmental, legislative and other factors. The structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current situation, opportunities and risks are also being studied.

The main results of market research are forecasts of its development, assessment of market trends, and identification of key success factors. The most effective ways of conducting a competitive policy in the market and the possibility of entering new markets are determined, the choice of target markets and market niches is carried out.

2. Competitor research is a study that involves obtaining the necessary data to ensure a competitive advantage in the market, as well as finding opportunities for cooperation and cooperation with them. It consists in assessing the state of competitors, their position in the market in comparison with the position of the company itself. This will allow the company to correctly assess the situation and its development, which makes it possible to obtain a certain competitive advantage. For this purpose, the strengths and weaknesses of competitors are analyzed, the market share they occupy, the reaction of consumers to the marketing means of competitors, material, financial, labor potential, organization of activity management.

3. Consumer Research allows you to identify the motivating factors that guide the buyer when choosing a product. The objects are individual consumers, families, households, as well as consumers - organizations. Here, the classification of consumers in the market is developed and the expected demand is predicted. The purpose of the study is consumer segmentation and selection of target market segments.

It is very important not to make a mistake when choosing a target market. For example, in a small town, an entrepreneur decides to open a high-end dry cleaners. In consumer research, it turned out that this service is too expensive for local residents, and they prefer to do laundry at home. This study prevented the firm from going bankrupt. Thus, it is important to assess demand - the desire and ability of consumers to buy a product or service at a certain time in a certain place.

4. Research of firm structure of the market is a study carried out in order to obtain information about possible intermediaries through which the company will be able to "presence" in the selected markets. The object of the study is commercial, trade and other intermediaries, transport-forwarding, advertising, insurance, legal, financial, consulting and other companies and organizations that together create the marketing infrastructure of the market.

5. Product research- this is the determination of the compliance of technical and economic indicators and the quality of goods (testing of goods and packaging) circulating on the market with the needs and requirements of buyers, analysis of their competitiveness. It allows you to get information about what the consumer wants to have, what consumer parameters he most appreciates. Objects of study - consumer properties analogues and competitors, consumer reaction to new products, product range, packaging, service level, product compliance with legal norms and rules, prospective consumer requirements. The results of the research enable the company to develop its own range of products, determine the direction of activity depending on the various stages of the product life cycle.

5.1. Study of the macro environment - study of legislative restrictions on activities, economic conditions, socio-cultural changes, demographic trends, environmental problems.

5.2. Study internal environment– study of production and marketing activities, production portfolio, strengths and weaknesses firms.

6. Price research– a study of the elasticity of demand for price, the composition of the costs of producing goods, the current level of prices for goods, opportunities to increase profits. The objects of study are the costs of development, production and marketing of goods, the impact of competition from other enterprises and analogues, the behavior and reaction of consumers regarding the price of goods.

7. Research of distribution and sales- this is a study aimed at determining the most effective ways, methods and means of bringing the product to consumers and its implementation. The main objects of study are trade channels, intermediaries, sellers, forms and methods of sale, distribution costs (comparison of trade costs with the amount of profit received). The study includes an analysis of the functions and characteristics of the activities of various types of wholesale and retail enterprises, the identification of their strengths and weaknesses, the nature of the existing relationship with manufacturers. The result of the study will be to determine the possibility of increasing the turnover of the enterprise, optimization inventory, development of criteria for selecting effective distribution channels, development of methods for selling goods to end consumers.

8. Study of the sales promotion and advertising system- aims to identify how, when and by what means it is better to stimulate the sale of goods, increase the authority of the commodity producer, and successfully carry out promotional activities. The objects of research are: the behavior of suppliers, intermediaries, buyers, the effectiveness of advertising, the attitude of the consumer community, contacts with buyers.

3.2. Using Market Research Results

The results of marketing decisions are intended to make decisions in the field segmentation market, development marketing plan and its individual instruments, competitiveness goods and firms.

3.2.1. Market segmentation is the process of dividing consumers this market into separate groups, each of which presents its own specific demand in the market. The main task in the process of segmentation is the selection of such features of the division of consumers, which reflect the expected directions of formation of the need for goods and services.

Segment- This is a group of consumers who respond in the same way to a certain set of marketing incentives, presenting a specific demand for a product or service that has distinctive characteristics.

market niche- This is the segment of consumers to whom the product produced by this enterprise is best suited to meet the needs.

market window- this is a segment of consumers unoccupied by competitors, i.e. his needs are not adequately met by existing goods.

MARKET SEGMENTATION METHODS

The segmentation technology requires the following sequence of procedures, shown in Appendix No. 8.

For the purposes of segmentation, methods of sequential groupings or multivariate classification are used.

The grouping method consists in the sequential breakdown of a set of objects into groups according to the most significant features.

The multivariate classification method is based on the assumption that consumers must be similar to each other in a number of ways. By using this method the task of typification is solved with the simultaneous use of demographic, socio-economic and psychophysical indicators.

3.2.2. Marketing mix development. Marketing activity in the process of demand formation involves the impact on the external environment with the help of such tools as a product, its price, distribution and promotion system. Together, the tools make up the marketing mix. The activity of managing the properties of an object is called a policy.

Policy is a set of forms, tasks and content of activities related to the management of a specific object. The formation of product properties involves the joint efforts of product policy.

Commodity policy is an activity, the content of which includes ensuring the quality and competitiveness of goods, analysis and forecasting of the life cycle of goods, management life cycle and competitiveness of goods by creating new or updating existing goods, managing the product range.

Service policy is an activity aimed at creating a product reinforcement to increase its competitiveness.

Pricing policy is the activity of forming basic prices based on a group of pricing methods and strategies, as well as ways to vary them using a system of discounts, taking into account the terms of delivery and lending.

Marketing policy is the activity of physical and commercial distribution of goods, determining the strategy for reaching outlets.

Communication policy is the activity of presenting a product on the market in order to create demand for it or form a positive image of the enterprise among consumers, i.e. creating his image.

3.2.3. Competitiveness of goods and firms. When developing competitive products, commodity producers should be guided by an assessment of all market factors based on a study of the needs of buyers and market requirements. The manufacturer must characterize the forecasted need as accurately as possible in order to make his product competitive.

Competitiveness is the superiority of a product in the target market over competing analogues in terms of the degree of satisfaction of needs, including the total costs of the consumer for the purchase and use of the product.

Competitiveness includes three main components.

One of them is tightly connected with the product as such and largely comes down to quality. The other is related both to the economics of creating sales and service of goods, and to the economic opportunities and limitations of the consumer. Finally, the third reflects everything that can be pleasant or unpleasant for the consumer as a buyer, as a person, as a member of one or another social group etc.

An example of a marketing research conducted by AKEU by Markon for the largest car manufacturing plant is an assessment of the competitiveness of a low-power tractor being developed at the plant. The company developed a list of technical and economic indicators for assessing the competitiveness of the tractor, analyzed information about analogues preparing to enter the market. As a result, the customer received a reasonable conclusion that the tractor model he was developing was not competitive, which saved the plant's funds for continued development and implementation. Recommendations were given on changing the technical and economic parameters of the model in order to ensure its competitiveness, data on the expected demand for various models of this type of product were presented.

Conclusion

To create a competitive enterprise, one must not only modernize production and management, but also clearly know why this is being done, what goal should be achieved. The main thing in this case should be one thing: the ability to determine, quickly and effectively use their comparative advantages in the competitive struggle. All efforts must be directed to the development of those aspects that distinguish you from potential or real competitors.

A clear focus on their comparative advantages in the market of goods and services, their tireless search both within the enterprise and outside it predetermine the set of functions performed by the management apparatus of leading companies, the composition of their management and engineering departments, and approaches to developing an economic strategy. One of the important points is marketing research. The results of the study are an essential "guide" for the firm. With their help, you can prevent the collapse of the company and develop a strategic plan.

We can say that marketing research is exclusive information that is not in the current information array. Marketing research process management involves: setting marketing research objectives, research program planning, its implementation, monitoring and analysis of results, preparation of an analytical report.

Marketing research is aimed at informational and analytical substantiation of the search and selection of optimal solutions, the conquest and development of new sales markets, the implementation of programs for the modernization and diversification of production and trade, the optimization of commodity circulation, and the improvement of forms of customer service.

List of used literature:

1. Maslova T.D., Kovalik L.N., Bozhuk S.G. M31 Marketing // St. Petersburg: Peter, 2001. - 320 p.: ill. - (Series "Short Course").

2. Baryshev A.F., Marketing - M .: ACADEMA, 2002

3. Nemchin A.M., Minaev D.V., Marketing. Textbook.// "Business Press", 2001 - 512 p.: ill.

4. Glushenko VV Management. System fundamentals. - M .: NPTs Wings, 1996.

5. Zavyalov L., Demidov D. The formula for success. Marketing: one hundred questions - one hundred answers, how to act in the foreign market. M., 1992.

6. Lunev V.L. Tactics and strategy of company management. - M.: Finpress, NGAZiU, 1997. - 356 p.

7. Busygin A.V. Entrepreneurship. Basic course: Textbook for universities. - M.: INFRA-M, 1997. - 608 pages.

8. Fatkhutdinov R.A. Strategic Marketing. M.: CJSC "Business School INTEL-SINTEZ", 2000. - 640 pages.

9. Dixon P.R. Marketing management. Per. from English. M.: CJSC "Publishing house BINOM", 1998. - 560 pages.

Bagiev G.L. etc. Marketing: Textbook for High Schools. M.: Economics, 1999; Fedko V.P., Fedko A.G. Fundamentals of Marketing. Rostov n/a: March, 2000, etc.

Kovalev A.I., Voilenko V.V. Marketing analysis. M.: Center for Economics and Marketing, 1996. - P.45.

Marketing: Textbook / Edited by Romanov A.N. M.: Banks and exchanges, UNITI, 1996.S.78-79

Marketing research in schemes Zavyalov P.S. A fragment of a chapter from the book "Marketing in Diagrams, Figures, Tables" Publishing House "INFRA-M", 2007 Conducting marketing research is the most important component of the analytical function of marketing. The absence of such studies is fraught with the most adverse consequences for the manufacturer. Marketing research involves the systematic collection, processing and analysis of data on those aspects of the company's marketing activities, within which certain decisions should be made, as well as an analysis of the components of the external environment that affect marketing activities firms. However, the main attention in marketing research is paid to market aspects: assessing the state and trends (conjuncture) of market development, researching consumer behavior, analyzing the activities of competitors, suppliers, intermediaries, studying the marketing mix, including product range management, pricing and developing a pricing strategy, forming distribution channels products and targeted use of incentives.

Foreign firms most often conduct marketing research in the following areas: identifying potential market opportunities and studying its characteristics, analyzing product sales problems and business trends, studying competitors' products, studying market reaction to a new product, studying pricing policy, determining the share and territory of sales of goods , forecasting market development parameters. Carrying out marketing research and making thoughtful marketing decisions based on their results suggests the need to single out the macro- and micro-environment of marketing as an object of research. The macro environment is, as mentioned in Chapter 1, the part of a firm's marketing environment that it cannot control and regulate; because of this, the company must adapt its marketing policy to the elements of the macro environment: demographic, economic, social, political, scientific and technical, natural factors that affect the market and through it directly to the company.

The marketing microenvironment is the part of the marketing environment that includes individuals and legal entities(consumers, suppliers, intermediaries, competitors), as well as market factors that directly affect the marketing activities of the company. The firm can influence the elements of the microenvironment based on its goals and objectives, and under certain conditions, exercise limited control over them. In contrast to the external uncontrolled environment, the internal (intra-company) environment is controlled by the company, i.e. its management and marketing staff. Decisions made by the top management of the firm relate to the scope of its activities, the overall goals of the firm, the role of marketing and other entrepreneurial activities, and corporate culture. Factors determined by marketing are the choice of target markets, marketing goals, marketing organization, marketing structures, management of these activities. Purposefulness in conducting marketing research, and most importantly, the degree of practical use of their results, mainly depends on the presence of a well-thought-out marketing strategy firms, marketing programs - this allows you to outline not only clear goals but also the necessary funds for a specified period and methods for achieving them.

Under such conditions, there is not only a constant need to study the most acute and urgent problems, but also the order, depth and scale of their study are predetermined, and, consequently, the need for appropriate staff of researchers and analysts, material and financial resources. Available foreign and Russian experience suggests that the most costly marketing research is incomparable to the waste and waste that results from ill-conceived entry into the market with products that only partially meet its requirements or not at all, entering the wrong markets and at the wrong time. Accumulating experience market activity of Russian producers shows that without marketing research it is currently impossible to correctly solve the problem of sales not only in the external, but also in the domestic market.

Such studies make it possible to find the most promising target markets, optimize the range of products sold and adapt them in time to changing market (consumer) requirements, increase the efficiency of production and marketing activities, improve forms and methods of implementation, etc. 3.1. Principles and conceptual approaches to conducting marketing research 3.1 shows the basic principles that should guide the conduct of marketing research - consistency, complexity, objectivity, economy, regularity, efficiency, accuracy, thoroughness. Each of these principles is important in itself, but taken together and in interaction, they allow the preparation of such marketing research that can become a reliable basis for making well-reasoned, thoughtful management decisions.

Based on the position in the market, the nature of the goals and tasks to be solved, the given strategy of action, the management of any enterprise-producer is forced to decide what marketing research and in what sequence to conduct, what human and financial resources to use, what can be done on their own, which studies are more profitable to order external performers, etc. In order to save human and financial resources and at the same time get the highest results from marketing research, a conceptual vision of this problem for the future is necessary. The development of such a concept will allow not only to clarify the entire problem of marketing research of the company in all its complexity and multidimensionality, which is important, but also, more importantly, to outline ways to solve it in the most rational way. The scheme for developing such a concept is shown in fig. 3.2. Rice. 3.1. Basic principles of conducting marketing research When conducting complex and large-scale marketing research, it is advisable to develop a research concept, giving it a detailed definition of the problem, ways and means of solving it in the most effective way. On the basis of such a concept, it is possible to develop a research project, a method for conducting it, formulate tasks, collect, process and analyze information, prepare proposals and recommendations. On fig. 3.3, 3.4 and 3.5 show the process of conducting marketing research in its various manifestations. Rice. 3.2. The structure and sequence of the marketing research process (See: Golubkov E.I. "Marketing: strategies, plans, structures." - M., 1995.)
Rice. 3.3. The concept of conducting marketing research
Rice. 3.4. The process of conducting market research Rice. 3.5. Typical scheme for a phased marketing research 3.2. Methods and procedures of marketing research Methods of conducting marketing research are inextricably linked with methodological foundations marketing, which, in turn, are based on general scientific, analytical and prognostic methods, as well as methodological approaches and techniques borrowed from many fields of knowledge (Fig. 3.6). Research methods in marketing are conditioned by the necessity and obligatory nature and complexity of the analysis of any market situation, any of its constituent components associated with the most diverse factors.

These principles of consistency and complexity in conducting marketing research are based on the fact that when studying the external environment, primarily the market and its parameters, it is necessary to take into account not only information about the state of the internal environment of the company (enterprise), but also the strategic marketing goals and intentions of the company - only then the conducted research is of a marketing nature; otherwise, it is simply research on the market, competitors, innovation factors, etc. According to the International Code of Marketing Research Activities (adopted by the International Chamber of Commerce and ESO MAP in 1974), marketing research must be carried out in accordance with generally accepted principles of fair competition, as well as in accordance with standards based on generally accepted scientific foundations.

Based on this provision, the researcher should:

be objective and not influence the interpretation of fixed factors;
indicate the degree of error of their data;
to be creative personality, to define new directions of search, to use the most modern methods;
do research systematically to take into account the ongoing changes.

As for the actual methods, rules and procedures of marketing research, taking into account the above schemes and tables (Fig. 3.6-3.13 and Table 3.1-3.4), the following should be noted. Methods for selecting sets of research objects involve solving three main problems: the selection of the general population, the definition of the sampling method, and the determination of the sample size. Population(HS) should be limited because full study usually very expensive, and often simply impossible. In addition, sample analysis can be even more accurate (due to the reduction of systematic errors). Sample(Figure 3.10) is done in such a way as to represent a representative illustration of the HS. This is an indispensable condition under which, based on the characteristics of the sample, it is possible to draw correct conclusions about the HS.

Conducting data collection is usually accompanied by errors - random and systematic. Random errors appear only in selective research; since they do not bias the characteristics of the sample in one direction, the magnitude of such errors can be estimated. Systematic errors arise due to the influence of non-random factors (inaccurate allocation of HS, sampling flaws, errors in the development of questionnaires, counting errors, insincerity of respondents). Methods for obtaining data. The methods of obtaining data in marketing include survey, observation, automatic data recording (Table 3.2). The choice of method depends on the purpose, the trait being studied, and the bearer of this trait (person, object). Polling is finding out the positions of people or obtaining information from them on a certain issue. In marketing, a survey is the most common and most important form of data collection, either verbally or in writing. Oral and telephone surveys are called "interviews". In a written survey, participants receive questionnaires, which they fill out and send to the destination.

Observation is a way of obtaining information that:

corresponds specific purpose research;
characterized by planning and systematic;
is the basis for generalizing judgments;
subject to constant monitoring for reliability and accuracy.

Advantages of observation over survey:

independence from the desire of the object to cooperate, from its ability to verbally express the essence of the matter;
greater objectivity;
perception of the unconscious behavior of the object (for example, when choosing a product on the shelves in a store);
the ability to take into account the surrounding situation, including when observing with the help of instruments.

Possible disadvantages of observation:

the difficulty of ensuring representativeness;
subjectivity of perception, selectivity of observation;
the effect of observation (the behavior of the object may be unnatural during open observation).

An experiment is a study that establishes the effect of changing one (or more) independent variable on one (or more) dependent variable.

Significant features of the experiment:

isolated changes (individual values vary by the researcher, others are constant);
active intervention of the researcher in the process of data change;
verification of causal relationships (for example, exposure trademark to sell the product).

Experiments are divided into laboratory (conducted in an artificial environment) and field (conducted in real conditions). When conducting an experiment, at least two problems usually arise: to what extent changes in the dependent variable can be attributed to independent ones; how suitable are the results of the experiment for other environmental conditions (representativeness of the experiment). The dynamics of market trends, its conjuncture is constantly changing and developing. This fully applies to individual parameters and elements of the market.

Because of this, a single study of the market, for example, when selling a product, is clearly not enough. The necessary information can be obtained by repeatedly polling the interested group of buyers at specified intervals or by monitoring sales in a specific group of stores. This method of studying the market is called "panels" (Fig. 3.12). Data analysis. Statistical methods of data analysis are used to compact them, identify relationships, dependencies and structures.

Their classification is carried out according to the following criteria.:

the number of simultaneously analyzed variables — simple and multivariate methods;
the purpose of the analysis is descriptive and inductive methods;
scaling level of variables;
division of variables into dependent and independent methods of dependency analysis and methods of analysis of relationships.

Descriptive one-factor methods are:

frequency distribution (representation on a graph or in a table);
graphical representation of the distribution of a variable (for example, using a histogram);
statistical indicators - arithmetic mean, median, variation, variance.

Inductive one-factor methods are designed to check the conformity of the characteristics of the sample with the characteristics of the HS. They are divided into parametric tests, designed to test hypotheses about unknown characteristics of the HS, and non-parametric tests, designed to test hypotheses about the distribution of the HS. This method is used to formulate hypotheses, select a test, establish the level of significance, determine the critical level of the tested characteristic from the table, calculate the actual value of the test, compare and interpret. Two- and multi-factor methods of dependency analysis help to determine what relationship exists between price reduction and product sales, whether there is a relationship between a person's nationality and the choice of shoe style, etc.

Regression analysis- a statistical method of data analysis in determining the dependence of one variable on one (simple regression) or several (multivariate regression) independent variables. Variational analysis is designed to test the degree of influence of a change in independent variables on dependent ones. Discriminant Analysis allows you to separate predefined groups of objects using a combination of independent variables and thereby explain the differences between groups. The method also makes it possible to assign a new object to a specific group based on its characteristics. Factor analysis is designed to study the relationships between variables in order to reduce the number of influencing factors to the most significant ones.

cluster analysis allows you to divide the set of objects into separate relatively homogeneous groups. Multidimensional scaling makes it possible to obtain a spatial display of the relationships that exist between objects. The possibility of applying one or another type of analysis depends on the level of scaling of the independent and dependent variables. The choice of a certain method is determined not only by the nature and direction of relationships between variables, the level of scaling, but mainly by the problem being solved. In table. 3.4 shows what methods can be used to solve typical marketing research problems.
Rice. 3.6. System of research methods in marketing See: Solovyov B.A. "Marketing". - M., 1993. Rice. 3.7. Types of marketing research corresponding to the main activities of the company
Rice. 3.8. Collection of primary information for marketing research

Table 3.1. Types of marketing research conducted by American firms (1983; %)
Type of research	Share of consumer goods manufacturers conducting this species research (143 respondents)	Share of manufacturers of industrial products conducting this type of research (124 surveyed)
Short-term (up to 1 year) forecasting
Long-term (more than 1 year) forecasting
Measuring Market Potential
Sales analysis
Perception new products and its potential
Packaging study: design or physical characteristics
Study of distribution channels
Examining Sales Costs
Use of discounts, coupons, samples, special offers when promoting
Pricing Analysis
Environmental impact analysis
Advertising effectiveness analysis

Table 3.2. Ways to collect information in marketing
Method	Definition	Forms	Economic example	Benefits and problems
1. Primary research	Collection of data as it occurs
Observation	Systematic coverage of circumstances perceived by the senses without affecting the object of observation	Field and laboratory, personal, with the participation of the observer and without his participation	Observation of consumer behavior in the store or in front of the windows	Often more objective and accurate than a survey. Many facts are unobservable. Costs are high
Interview	Survey of market participants and experts	Written, verbal, telephone	Collecting data on consumer habits, researching the image of brands and firms, researching motivation	Exploration of imperceptible circumstances (e.g. motives), interview reliability. Influence of the interviewer, representativeness of the sample
Panel	Repetitive collection of data from the same group at regular intervals	Trade, consumer	Continuous Tracking trade stocks in a group of stores	Revealing development over time
Experiment	Study of the influence of one factor on another while controlling extraneous factors	Field, laboratory	Market Test, Product Research, Advertising Research	Possibility of separate observation of the influence of variables. Control of the situation, realism of conditions. Spending time and money
2. Secondary research	Processing existing data		Market share analysis using accounting data and external statistics	Low cost, fast. Incomplete and outdated data

Rice. 3.9. Advantages and disadvantages of collected primary data

Table 3.3. Advantages and disadvantages of questioning by phone, mail and in person with the interviewee
Criterion	Telephone	Mail	Personal meeting
Information Accuracy
Time factor
Organizational Complexity
Expenses
Possible length of the questionnaire
Flexibility
Adaptability to the personality of the respondent
Other requirements	· When scheduling interviews, consider the time it takes to dial a phone number. · Consider using interviewers' home phones.	· simple form question. · Detailed printed instructions. · No open questions. · Rewarding the respondent with some souvenir enclosed in the letter.	· As a rule, requires the interviewer to have detailed knowledge of the issues under discussion/industry specifics. · Convenient ability to use various visual aids.

- a clear disadvantage

— clear advantage

- advantage and disadvantage are balanced

Rice. 3.10. Sample types

Explanation for fig. 3.10.

Non-random sampling methods include:

- random sample - respondents are not selected on the basis of a plan, but randomly; the method is simple and cheap, but inaccurate and has low representativeness;

- typical sample - survey of a few typical elements of the general population (GS); for this, it is necessary to have data on the features that determine the typicality of elements;

- concentration method - only the most significant and important elements of the HS are subjected to research;

- quota method - distribution of certain features (gender, age) in the HS.

The following types of sampling are random:

- simple sample - lottery type, using random numbers, etc.;

- group sampling - division of the HS into separate groups, within each of which a random sample is then carried out;

- method "flower beds" - selection units consist of groups of elements; a prerequisite for the application of the method is the possibility of such a separation of the HS; from the set of "flower beds" several are selected, which are then fully investigated;

- multistage sampling - is carried out several times in a row, and the sample unit of the previous stage is a set of units of the subsequent stage.

Rice. 3.11. Main Types of Sampling Procedures in Marketing Research

Rice. 3.12. Panel Views

Explanation for fig. 3.12.

Under the panel, as already mentioned, we mean a survey of a group of buyers at regular intervals using a certain set of questions.

The main features of the panel:

constancy of the subject and topic of research;
repetition of data collection at regular intervals;
a constant (with certain exceptions) set of objects of study - households, trade enterprises, industrial consumers, etc.

The consumer panel is based on a survey. Panel participants receive questionnaires from the organization conducting the study, which they must periodically fill out, indicating, as a rule, the type, packaging, manufacturer, date, cost, quantity and place of purchase of the goods.

Using the consumer panel, you can get the following information:

Rice. 3.13. Determination of areas of market research, including the study of facts and opinions

the amount of goods bought by the family;
the amount of cash costs;
market share controlled by major manufacturers;
preferred prices, types of goods, types of packaging, types of retailers;
Differences in the behavior of consumers belonging to different social strata, living in regions and cities of different sizes;
social analysis of "loyalty to the brand", changing brands, the effectiveness of various marketing measures.

Table 3.4. Application areas of analysis methods
Method	A typical question
Regression analysis	1. How will sales volume change if advertising costs are reduced by ...%? 2. What will be the price of the product next year? 3. How does the volume of investment in the automotive industry affect the demand for steel (non-ferrous metals, etc.)?
Variational analysis	1. Does the type of packaging affect the sales volume? 2. Does color affect advertisement on his memorability? 3. Does the choice of marketing form affect the amount of sales?
Discriminant Analysis	1. By what signs can smokers and non-smokers be identified? 2. What are the most significant features that can be used to identify successful sales employees and unsuccessful ones? 3. Can the age, income, education of a person be considered sufficient grounds for issuing a loan?
Factor analysis	1. Can the many factors that car buyers think are important be reduced to a small number? 2. How can you characterize the various brands of cars given these factors?
cluster analysis	1. Can customers be divided into groups according to their needs? 2. Are there different categories of newspaper readers? 3. Can voters be classified in terms of their interest in politics?
Multidimensional scaling	1. To what extent does the product match the consumer's idea of an ideal product? 2. What is the consumer image? 3. Has the attitude of consumers towards the product changed over a certain period?

External sources

In the event that internal sources do not bring enough information, the company can use external ones. They represent a wide variety of data collected by other companies, both in the field of market research and in other areas. External sources - the environment is very extensive and changeable, and therefore they need a correct, and strictly controlled approach.

Examples:

Government sources - information from them may be useful to the company if we are talking about a specific entity, the population and market of which needs to be studied.
Universities and Colleges - Some university research on market processes, sociology, and so on can provide a lot of useful information to an enterprise.
The Internet - it is the most widely used source for secondary research, but has one significant drawback - contains many untrustworthy sources with incomplete or inaccurate information.
Competitor data - often companies use information about competing enterprises, collected both independently and through other firms.

There are also many mistakes that companies can make when working with different sources.

Such as:

Conducting secondary research only
Many companies limit themselves to secondary research in order to save time, effort, money and other resources. However, it is important to know that primary research can provide a vision of new perspectives, long-term results, and help to take a fresh look at the market segment in which the company operates. Such important things as values, psychology, lifestyle and interests of clients can only be obtained through primary research.
Conducting only primary research
Businesses often make the mistake of spending a lot of time on primary research and forget that using secondary sources can be beneficial and save a lot of time. Secondary research can provide, for example, valuable statistics so that the company does not need to spend time and energy on its own calculations.

Using only the internet for research
You can find valuable information on the web, but betting only on it, there is a risk of making a serious mistake. The Internet cannot always offer reliable sources and complete information. Therefore, its use must be strictly dosed, and the sources checked for reliability.
limited perception
People see what they want to see. But when it comes to marketing research, the company that runs the business shouldn't allow itself "tunnel vision." Often, business leaders, having some idea in their head, literally "close" themselves in it, not wanting to see what is beyond it.

Every research problem requires special approach to her decision. Each problem is unique in its own way, and the research procedure, as a rule, is developed taking into account its features and significance. However, there are a number of steps, called the research process, that need to be taken into account when drawing up a research project.

This process helps to define the research problem and data collection method, analyze and interpret the data obtained, and prepare a report on the results of the research.

When planning a marketing research (the process of obtaining information), the company must clearly understand the purpose for which it is being carried out (to decide on which issue the research should be conducted).

This work is very relevant, because. The use of marketing research in today's market is not only useful, but simply necessary for the successful conduct of business and the competitiveness of the company. Depending on the goals and volumes. The funds allocated for this, the company can choose any of the options for conducting this direction work: to have your own marketing department in the company, constantly use the services of analytical firms to conduct research and monitor the market in one direction or another, order separate one-time studies, etc.

The purpose of this work is a step-by-step review and study of the stages of marketing research.

The object of study is the process of marketing research. The subject is the stages of marketing research.

Stages of marketing research:

When starting a marketing research, a company must answer a number of questions:

1) About whom? or about what? (object of study)
2) What? (want to know)
3) For what? (use of results)
4) When? (get results)
5) How much does it cost? (expenses)
6) How profitable? (efficiency)
7) How? (technology of obtaining and form of presentation of results).

Marketing research can be divided into two large groups: targeted and current, due to the regularity of their conduct.

They are usually focused on solving specific problems. For their implementation, a special group is created, which, along with the employees of the enterprise, may also include invited specialists. The composition of the groups depends on the nature and extent of the problem being solved.

Ongoing research - conducted with varying degrees of regularity. Their results are used in operational work, and the main purpose is to determine the current situation and develop the necessary management decisions.

Since marketing research must be effective from an economic point of view, it must be well planned and organized. Despite the variety of types of marketing research conducted, all of them are based on a common methodology that determines the order of execution.

The following actions (research stages) can contribute to this:

1. Identification of problems and formulation of research objectives

A correctly identified problem and a precisely formulated goal are the key to its success. successful. Mistakes made at this stage can lead not only to unjustified costs, but also to the aggravation of real problems associated with wasted time when moving on the "false track".

Regardless of whether the enterprise conducts research on its own or engages an outside organization, specialists from the firm must be involved in identifying problems and formulating goals.

2. Selection of sources, collection and analysis of secondary information

Secondary information is information that already exists, having been previously collected, for other purposes.

Depending on the time resources available to the enterprise and work force allocated for the implementation of the activities of the second stage, work with internal and external sources of secondary information and the information itself can be carried out both sequentially (first, internal information is studied, and then external information), and in parallel.

The collection of secondary information is based on "desk" research. They are carried out on the basis of official printed sources of information and give a general idea of the state of the general economic situation and development trends. It uses methods economic analysis combined with elements of econometrics and mathematical statistics.

Internal sources of secondary information are: statistical reporting; financial statements; customer accounts; materials of previous studies; written records kept by the organization.

External sources of secondary information may be governmental or non-governmental.

Federal and local authorities the authorities of many countries collect and send out a large amount of statistical and descriptive material on pricing, credit policy, materials of a regulatory and instructive nature. Such materials published government agencies, including (for example, bulletins of the property fund, bulletins of the state tax office etc.) are usually distributed free of charge or sold for nominal amounts.

Secondary non-governmental information can be obtained from three sources: periodicals; books, monographs and other non-periodical publications; commercial research organizations.

Periodicals (newspapers - economic sections, specialized magazines, economic bulletins, market reviews, publications of chambers of commerce and unions of entrepreneurs, publications of banks, advertising agencies) are published both by publishing houses and by professional or industry associations.

For example, publications of trade and industry associations, publications of non-profit research organizations (departments of academies of sciences, universities, institutes, materials of conferences, seminars, etc.). Some publications are distributed by subscription or can be obtained from libraries. In addition, the financial reports of enterprises are published in the media; interviews of managers and specialists; advertising. They, as well as specialized exhibitions and fairs, can become important sources of necessary information in the course of ongoing research.

Commercial research organizations conduct research and provide research results for a fee. Information of an economic nature distributed by specialized firms in the form of printed materials or magnetic media, depending on the volume and value of information, can cost from several hundred rubles to millions of rubles.

External sources of secondary information include:

Modern Information Technology, the development of the Internet involves representatives of agribusiness in its sphere. Manufacturers of machinery and equipment for agriculture and the processing industry, food companies, and producers of agricultural products may well use, and some already use global network to promote their products, find customers and suppliers.

There are a lot of external sources of information, and therefore the desire to collect all the data related to the problem under study can be either simply unrealizable, or lead to a huge investment of time and resources. We must remember about the Pareto effect, according to which 80% of the information is contained in 20% of the sources.

Therefore, from the total volume of sources, it is necessary to choose the most valuable ones. And even in this case, with all the value of the information received, it should be remembered that this information is available to almost everyone and therefore does not give anyone a significant competitive advantage.

The following are the advantages and disadvantages of secondary information:

Advantages

Flaws

1. Many of its types are inexpensive (industry, government publications, periodicals, etc.)
2. Usually quickly collected (in libraries, industry, government periodicals, monographs, can be obtained and analyzed very quickly)
3. Often there are several sources (allows you to identify different approaches, obtain large amounts of information and compare data)
4. Sources may contain data that cannot be obtained independently
5. Collected from independent sources, usually very reliable
6. Helps, at the stage of preliminary analysis
7. Forms a more complete picture of the problems under consideration

1. May not be suitable for the purposes of the study being conducted
2. May be old or obsolete
3. Methodology of data collection (sample size, duration of the study), may be unknown and secondary information may be insufficient
4. Not all results may be published
5. There may be conflicting data
6. Many research projects can not

The selection of external sources requires the employees participating in it to have a broad outlook, a deep understanding of the problem under study, and skills in information retrieval work. The systematization of secondary information is carried out, as a rule, after the completion of its collection from internal and external sources.

It is necessary to start work on collecting information from the search for secondary information, since the process of its analysis can lead to clarification, and sometimes to a significant adjustment of the previously formulated problem and research objectives, save time and money when searching for primary information.

3. Planning and organizing the collection of primary information

Primary information is information that is collected for the first time for a particular purpose. Primary information becomes necessary when the analysis of secondary sources does not provide necessary information. To assess the overall significance of primary data, it is necessary to weigh their advantages and disadvantages:

dignity	limitations
1. Assembled according to precise targets; 2. The data collection methodology is known and controlled by the firm; 3. Often owned by the firm and not available to competitors; 4. No conflicting data; 5. The degree of reliability can be determined; 6. May be the only way to get the information you need	1. Data collection can take a long time; 2. Large costs may be required; 3. Some types of information cannot be obtained; 4. The firm's approach may be limited; 5. The firm may be unable to collect primary data

Depending on the completeness of the information obtained in the first two stages, sometimes the third stage of the study begins with the definition or clarification of the object of study, especially if such an object is end users, distribution channels, or it is carried out for the first time. Collecting primary information is a laborious process.

When drawing up a sampling plan, the following tasks are solved:

1. Definition of the object of study.
2. Determination of the sample structure.
3. Determination of the sample size.

As a rule, the object of study is a set of objects of observation, consumers, company employees, intermediaries, etc. If the population is small, and the research team has the necessary capabilities and resources (human, financial and time) to establish contact with each of its elements, then it is realistic and preferable to conduct a continuous study of the entire population. In this case, you can begin to choose the method of data collection, the research tool and the method of communication with the audience. Otherwise, one has to limit oneself to a sample survey.

A sample is a part of the population, designed to represent the population as a whole. The accuracy with which a sample reflects the population as a whole depends on the design and size of the sample.

There are two approaches to the sample structure - probabilistic and deterministic.

The probabilistic approach assumes that any element of the population can be selected with a certain (not zero) probability. The simplest and most common in practice is a simple random sample, in which each element of the population has an equal probability of being selected for research. Probabilistic sampling is more accurate, because it allows you to assess the degree of reliability of the information collected, although it is more complex and expensive than deterministic sampling.

The deterministic approach assumes that the choice of elements of the population is made by methods based either on considerations of convenience, or on the decision of the researcher, or on contingent groups.

After determining the sample structure, the sample size is established, which determines the reliability of the information.

Sample size - the number of elements of the sample. The larger the sample size, the higher the accuracy and the higher the cost of conducting the survey.

With a probabilistic approach to the sample structure, its volume can be determined using well-known statistical formulas and specified requirements for its accuracy. To halve the sample error, its size should be quadrupled, to reduce by 3 times, the size should increase by 9 times, and so on.

With a deterministic approach to the sample structure in general case it is not possible to mathematically accurately determine its volume in accordance with a given criterion for the reliability of the information received. In this case, it can be determined empirically. For example, when surveying buyers, high sampling accuracy is ensured, even if its volume does not exceed 1% of the total population, and when conducting surveys of medium and large buyers retail businesses, the number of respondents is 500 - 1000 people.

Methods for collecting primary information

In practice, the following main methods of collecting primary information are used:

1. observation;
2. experiment;
3. imitation;
4. survey.

Observation is a method of collecting information by fixing the functioning of the objects under study without establishing contacts with them by researchers and without control over the factors that influence their behavior.

Advantages of this method: simplicity and relative cheapness, exclusion of distortions caused by contacts of objects with the researcher.

Disadvantages of this method: it does not allow to unambiguously establish the internal motives of the behavior of objects and their decision-making processes; they can be incorrectly interpreted by observers.

Experiment - a method of collecting information about the behavior of the objects under study, providing for the establishment of control over all factors affecting the functioning of these objects.

The purpose of the experiment is to establish causal relationships between marketing factors and the behavior of the objects under study. To ensure the reliability of the results of the experiment, the values of all factors, except for the one under study, must remain unchanged.

Advantages of the experiment: objective nature, the possibility of establishing cause-and-effect relationships between factors.

Disadvantages of the experiment: difficulties in organizing control over all factors in natural conditions, difficulties in reproducing the normal behavior of an object in laboratory conditions, high costs.

Imitation(simulation modeling) is a mathematical, graphic or other model of controlled and uncontrolled factors that determine the strategy and tactics of an enterprise.

Simulation modeling allows you to comprehensively study the many factors that determine the marketing strategy. Preparatory measures for the simulation is to develop a model of the functioning of the object and check its adequacy.

The advantage of imitation lies in the ability to quickly analyze many options for marketing actions and choose the best one on this basis.

The disadvantage of imitation is the complexity and laboriousness of creating a model that requires in-depth study and formalization of cause-and-effect relationships between marketing factors, its external environment and factors that determine purchasing behavior.

A survey is a method of collecting information by establishing contacts with the objects of study. This is the most common data collection method in marketing. It is used in about 90% of research.

The source of information in conducting mass surveys is the population, not related by the nature of their activities with the subject of analysis.

In specialized surveys, it is specialists (experts) - persons whose professional activities are closely related to the subject of research, that act as the main sources of information.

The advantage of questioning lies in the practically unlimited scope of its possible application, which allows obtaining information about the current behavior of the object, its behavior in the past and intentions in the future.

The disadvantages of the survey are the high labor intensity, significant costs for conducting surveys, a possible decrease in the accuracy of the information received, associated with incorrect or distorted answers.

Preparatory work for the survey includes:

choice of method of communication with the audience (by phone, by mail, personal interviews);
preparation of the questionnaire;
Conducting testing and finalizing the questionnaire.
4. Systematization and analysis of the collected information

The systematization of primary information usually consists in the classification of answer options, their coding and presentation in a form convenient for analysis (most often, in a tabular form).

The analysis of information consists in its evaluation, as a rule, using statistical methods. The final results of the analysis often come in the form of recommendations for future actions of the enterprise.

5. Presentation of the results of the study.

The report on the results of the study is prepared in expanded and abbreviated versions. The first is a fully documented report of a technical nature and is intended for marketing specialists. The second is intended for managers and contains a detailed presentation of the main results, conclusions and recommendations.

General requirements for the content of the report on the conducted marketing research provide for the mandatory inclusion of the following questions in it:

1. The purpose of the survey.
2. For whom and by whom it was carried out.
3. General description of the population covered by the survey.
4. Size and nature of the sample, as well as a description of the weighted selection methods used.
5. Time of the examination.
6. The survey method used.
7. Adequate description of the persons who conducted the survey and all control methods used.
8. A copy of the questionnaire.
9. Actual results.
10. Base rates used to calculate interest.
11. Geographic distribution of surveys conducted.

It should be noted that in order to formulate the research problem, it is necessary to clarify the main priorities of the organization in the field of marketing. To do this, it is necessary to answer a number of questions that help to highlight the main guidelines for production and economic activity: what changes have occurred in market conditions? in which direction should the organization develop? how to make a transition to a new state?

The exact formulation of the objectives of the study is required to draw up a task for the analysis.

For the development of the task, it is fundamentally important to take into account the limitations that will help to avoid incorrect comparisons and increase the specific focus of the analytical work.

The methodological basis for the analysis of marketing information is formed by the bank of methods and models that allows to most fully reveal the relationship of the studied phenomena.

The results and conclusions of the marketing research are drawn up in the form of an analytical report, which includes the following information:

- the name of the group (agency, firm) conducting the study and the client for whom the study was performed;
- the essence of the problem and the objectives of the study, formed in the assignment for the analysis;
- the main results of the study, presented in the form of reasoned conclusions and recommendations for solving the problem;
- groups of analyzed individuals and (or) legal entities, criteria for their selection, sampling methods and its type, reliability of the information received;
- technology for conducting observations, experiments and surveys;
- the period of time during which the study was conducted;
- geographical boundaries of the analyzed market;
- calculations and applications.

In addition, the report should contain all the necessary information to develop a marketing mix aimed at solving the problem.

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